Programmatic App Campaign in 3 Steps (And How It Will Improve Your App User Acquisition Performance)

Carlotta Pasqualini
February 2, 2022
Programmatic App Campaign in 3 Steps (And How It Will Improve Your App User Acquisition Performance)

Programmatic app campaign can be the turning point of your app user acquisition strategy. It allows you to serve your ads on any app that has decided to opt for monetization and therefore, if you master it, your company will see the results and reap the rewards. Programmatic app campaign is a great way to boost your performance.

Programmatic advertising is basically the buying and selling of inventory through an automated bidding system and uses algorithmic software to handle the placement and sale of ad impressions. Advertisers can use DSPs (i.e., Demand Side Platforms) to set up a Programmatic app campaign.

As we previously mentioned, transparency is a big blow for Programmatic advertising: by using this channel you can see exactly each site, bid or ad you place on the platform.

Moreover, there are a lot of advantages in targeting. You can target your users only if you have the demographic knowledge and understanding of who they are. In this context, DSPs have excellent technology, such as machine learning algorithms, and the targeting they are able to carry out is far more precise and accurate compared to other ad networks, meaning they will help your app user acquisition performance.

Well, we have seen what a Programmatic app campaign is and which benefits it does provide your company when you opt for it.

Now, let’s go over the 3 phases we have to go through in order to make sure we set up a successful and efficient Programmatic app campaign.

Phase 1: Explore

This first phase of a Programmatic advertising is basically the learning phase in which machine learning algorithms explore and, therefore, learn.

Machine learning algorithms analyze plenty of variables and then identify which specific placements and ad units are bringing in the most conversions to the campaign. Then, machine learning algorithms are able to tell which ads to show and how to increase engagement and ROAS.

Phase 2: Optimize

At this stage of Programmatic app campaign, the machine learning algorithm has already learned when and how to reach the target users who are most likely to interact with the ad and thus, for example, install the advertised app and perhaps carry out any kind of post-install event.

So, now it is time to optimize the campaign. So, we have to find which combination of variables will bring the best performance for the advertiser’s KPIs. In addition to optimization, the algorithms also continue to explore new traffic sources and new users. If the campaign is optimized efficiently, you will see improvements in your app user acquisition strategy, and the result will be that the campaign volume will start to increase. In addition, CPA will decrease and you will increase your App Install Campaign ROAS.

Phase 3: Scale

Here we are at the third and last step of Programmatic advertising set up.

We now need to achieve quality at scale, meaning we need to reach more users and drive incremental growth of the app. But how do we do that? We need to focus on finding users who are similar to those who have interacted with the ad in previous phases. Then we also need to optimize the campaign towards ad placements and inventory where users have made the highest number of conversions and in-app events. In this way, your app user acquisition efforts will generate an increase in the user base with as many high-quality users as possible.

In summary, Programmatic advertising helps app user acquisition and it has greatly improved the digital media buying experience and has given advertisers better targeting capabilities as it is more measurable, efficient, and transparent. For this purpose, advertisers need a DSP that, thanks to machine learning algorithm technology, is able to set up an efficient and responsive Programmatic app campaign.